Time for a Change

Seems like only yesterday I was writing the very first post on this blog. Actually, it was the end of June in 2005; five years and seven months ago.

Since then, we’ve …

Attracted nearly 40,000 regular readers …

Published 1,110 issues …

Hosted well over 100 marketers and copywriters at our “Power Marketing Summit” at $5,000 per seat …

Held dozens of webinars and teleseminars and created dozens of products to help you succeed …

Received more than 1,500 pages of “Thank-You” letters and testimonials for our efforts …

And learned one heck of a lot about the nuts and bolts of online publishing(!).

And the one thing this experience has made me absolutely sure of is that I always want to have an e-letter and a website that keep you and me in touch with each other.

But now, I find myself at a very different place in life than when I launched this blog in 2005. And far greater changes lie ahead.

For one, I’m turning 59 this year – nearly six years closer to the time when, as my friend Gary Bencivenga so eloquently phrased it, I will “lay down my pen.”

No, I am NOT planning to retire anytime soon – in fact, I still get bored over long weekends. But the fact that my 60s are just over one year away calls for some significant changes.

For instance: I’ve often told you that one of the greatest benefits this copywriter’s lifestyle affords me is that I get to decide how much money I want to make. If I want or need more, I simply accept additional clients and work additional hours.

So, with my 60s rushing at me like a run-away freight train, I’ve chosen to spend the next several years fattening the kitty for my eventual retirement. I’ve already added one additional client and plan to accept one; maybe two more in the weeks ahead. And of course, that means I’ll have significantly less time to spend on The Total Package.

Another big development for The Redhead and me: Our kids are grown up! Our younger daughter goes away to college this year. Our son, who is about one year younger will follow her soon.

That means we no longer need to brave the frigid North Carolina mountain winters. But before we can remove to warmer climes (most likely, to Prescott, Arizona), there are the little matters of selling our 25-acre estate here in the Smokies and doing some serious down-sizing.

With me putting the pedal to the metal at work, supervising all that remodeling and other projects is falling into The Redhead’s lap – a fact that means she will also have significantly less time to spend on running this e-letter.

… So we’re simplifying
this blog in several ways:

First, as you know, we have now closed our online store. If we introduce new products in the future, they will be offered via e-mail and in our regular issues. That alone vastly simplifies our operation.

Second, you are now viewing the new, simplified version of this blog. It still contains all the things you’ve come to value most here – including all of my back-issues, free copywriting and marketing tools, the opportunity for you to comment on articles, etc.

Third, we will no longer publish articles by other authors. So, to keep up with any of our contributing editors, you’ll need to subscribe to their free ezines and/or visit their websites by clicking the appropriate links below:

Fourth, instead of publishing my articles on a regular schedule (every Monday, come hell or high water,) I will publish articles when I have a new idea or technique that’s just too good to keep to myself – kind of like Gary Bencivenga and others do now.

The best way to be notified when a new article is available will be to use an RSS feed to send each article directly to your computer’s home page. The link is below:

Finally, sincere “Thank-Yous”
are in order …

I don’t mind admitting that I’m extremely, unabashedly proud of everything we’ve accomplished in The Total Package since we published our first issue way back in June of 2005.

As I’ve often said, our greatest rewards are the thousands of notes from readers who’ve thanked us for helping them.

So now, it’s my turn to give thanks – first, for the wonderful people who have helped us publish this e-letter nearly every day for all these years … who helped develop our products … and who single-handedly untangled the inevitable customer service SNAFUs that all marketers are heir to – particularly to Jill, Martha and Pete, who will soon be leaving us.

And secondly, I owe a huge debt of gratitude to Daniel Levis, Troy White and all of our contributing editors for the wealth of direct response wisdom they have provided in these pages. Without you guys, this rag could never even have begun to enjoy the success that it has.

Finally, thank YOU, dear reader, for your friendship and loyalty over the years. I can’t begin to count how many times your blog posts and e-mails have touched our hearts and made us grateful for the opportunity to help you in some small way.

You also have my word that we will continue to be here for you, publishing special issues when time permits and most importantly, when we have something we’re sure can make a big difference for you.

Thank you very much for everything you’ve given the readers of this blog, Clayton! I look forward to hearing about your next adventure in life and wish you, your family, the great writers on this blog, and your superb staff all the best.

Mr Makepeace,
Thank you for so much that’s been good over the years. There are of course countless others who do what you do, and then there’s Clayton Makepeace …
You will, I have not the least doubt, still be lifing a pen when you’re 90 and telling yourself (or your wife) that this really is the last, the final client – your skills, knowledge and talent are not simply something you can hang up at the end of the day like a business suit or briefcase.
Here’s to your 90th year and that last and final client.
Best wishes, and thanks,
Peter Maughan

You’ve done a great job with The Total Package, and you’ve given out some fantastic info – and great products too. Thanks for all that, and enjoy your streamlined lifestyle – including the Harleys and Porsche too!

Retirement is not what you think it is. It’s the beginning of loss of vitality and purpose. There’s nothing like the motivation from deadlines, clients, and business needs to keep one active and mentally sharp. Keep it going, at least part time. It will keep you young. I guarantee it.
John Klein – Age 79.

Clayton, you have done so much for so many to say thank you feels inadequate. Thank you for introducing us to the wonderful guest editors/writers over the years also.

However, it made me a little sad when it sounded like you were downsizing because you are (excuse the language) getting “older”.

This June, I will be 60 (and I am still cute;) ). I am just starting in this business. “Retirement” is a dirty word. I think if you rest – you rust. I have more energy than my 25 year-old son. So it was kind of discouraging to hear you are winding down. To each his own I guess.

Thank you for giving SO MUCH. I look forward to hearing from you when you have time to send us out new info.

You lazy SOB! Just kidding. Why not sell the online store and it’s products, like Dan Kennedy did with his business years ago? Seems a pity to let your legacy of products disappear completely. And if it was a strong business why not cash out? I’d love to know the business reasons for this decision.

Your newsletter was always the first thing I opened every morning, hardly missed a one! You and your excellent team of contributing writers helped me re-invent myself as a much more competent marketing professional, not to mention copy writer.

I’ll miss you! Your newsletter was one of a very few that survived my massive e-mail purge over the past couple of months–because I always found value in it, even though we disagree on a lot of stuff (especially politics).

But one thing we DO agree on is the need for sincerity and “personalness” (NOT the same thing as personalization) in copy. I’ve learned a lot from watching A Master at Work. I think I was one of your earliest subscribers.

Thanks for everything Clayton. Your emails have always been in the Must Open First list. The generosity of wisdom, advice, and good ol’ curmudgeonly ranting has been greatly appreciated. I’m sticking that feed address into google reader right now.

I am a late-comer to your list, and I am sad that I have missed out on a great opportunity to purchase your Total Package, but I have thoroughly enjoyed and very much appreciated the extremely useful information that you have shared with us.

I look forward to the occasional nuggets that we will receive from here on out. I wish you and Wendy the best as you get set for retirement.

I wish you and the Redhead a prosperous future. I am glad that I found this blog several years ago. If you decide to move out this way, I owe you a beverage of choice as I have always valued your opinions (and political rants!!!)

I wish both Wendy and you the best of health, happiness, and much continued success! I very much doubt that you will ever put your pen down except, maybe – for taking a picture or two of the spectacular scenery …

I’ve been reading The Total Package for the past two years. Thankyou so much for bringing so much incredible information and copywriters/marketers together in one place. It has been extremely beneficial and much appreciated.

I can only add my “Thank You” and echo the many other comments expressing appreciation of what you and you team have provided us over the last 5 years plus. This blog has become “Direct Response Central” and will be sadly missed.

Clayton, Wendy and Martha; Sometimes the simplest words say it best. Thank you all for all you shared in your wisdom and your service. I hope your changes will bring new challenges and new unexpected rewards. Mine did when I moved from Detroit to Mobile 2 years ago at 66. I wish you the fulfillment of your dreams and a lifetime of serendipity. I’ll miss you. Best wishes from Linda.

Wow, I’ve loved everything you’ve done so far (from reading your blog as often as I can to being one of your contest winners a couple of years back winning everything in your store!!) … and love following your journey and what you share with us. It’s truly gold — and I plug your site whenever I can. I’ll be looking forward to whatever you have in the years ahead … and will happily consume the wisdom you so willingly share!

Thanks so much … and I’m glad I’ve been here to see it from the early days until now!

It is truly the end of an era. You have been an inspiration to me for several years now. I wish you all the very best and I hope you find some peace in all the changes going on in your life. Follow the sign posts of life and you will discover amazing things along the way.

Man, it’s been a heck of a ride. I first discovered and signed up for your newsletter back on issue #2. I bought a lot of your products and thanks to being one of your winners of your contest a few years ago, I got my pick of the store then. And I thank you again for that.

Over the years, your teachings (and Michel Fortin) have had the biggest impact on my copywriting skills. I’ve lost count of the number of times I’ve recommended your blog and your products as well.

Anyways, I wish you (and the Redhead) the very best luck and happiness for 2011 and beyond.

We’ll miss you Clayton…even though your not really going nowhere. I want you to know that I consider you a friend above all else, and in my head you were always a mentor to me. So I thank you for all the love and wealth of knowledge.

Send The Redhead my best, and may your guys enjoy a more relaxed and prosperous time in your coming years.

Very clever & wise decision! This blog is your asset. It was good to establish readership for yourself and all the authors, but it started to hurt familiarity.

Perhaps in a few years time you will want to even close down comments and republish your timeless articles without dates. A blog has to fit to ones own goals / situation in life and has to be adjusted accordingly.

Best wishes Clayton. Thanks for the advice and for coming on my radio show so close to your new adventures. If you come to Prescott, I’ll be right near you…maybe lunch and/or a drink is in order? Stay Thirsty!

Thanks Clayton. You’re a professional in every way–starting with being a great guy with a giving heart… all the way up to being a giant in your field. Appreciate everything you do to help others have a chance to shorten our learning curve.

This is a sad day because it means that The Total Package will gradually dwindle to a shadow of its former self. However, the reasons you have given your readers are justifiable.
Thanks to you Clayton, Wendy, all your staff and all your guest writers for giving so much so freely. No doubt The Total Package archives will continue to attract a lot of readers in the future. The quality of your writing will guarantee that.

All the best to you, Clayton and Wendy! I’m thankful that I had an opportunity to work with you and learn from you. I’m even thankful for your sometimes brutal critiques! You helped me become a better writer. I wouldn’t have the opportunities I have now if it wasn’t for you.

You’re the best, Clayton. So much value in all your stuff. Was just re-reading “the 7 most powerful characteristics of all great sales copy” and giggling with delight (again) over just how strong it is – and how much money following it has made me. Thank you for all you.

Clayton and crew: I have enjoyed reading The Total Package ever since I ran across it in 2008. I am only sorry I didn’t get to read the earlier editions.

All this talk about retirement is a little depressing. I was looking to make copywriting my retirement “job”. Now I am wondering if that’s a wise decision. All my life I’ve struggled to provide a decent living for my family, but was never quite able to grab that brass ring. Now that I’ve learned the kind of income that is possible with copywriting, a valuable source of information and techniques to help me will be going away. And now I am second-guessing my decision.

But all good things must end, and that’s what’s happening here. Best of luck to you and yours.

First, every article Clayton has ever written is still in our archives which is easily accessible on one of the links under the masthead above.

Second, Clayton is not giving up copywriting…just the opposite. He plans to buckle down and focus a little more on increasing his income to plan for his retirement. But, he’ll always be able to rely on his copywriting to bring in income any time during his…”retirement”. Of course, he’ll get way to bored to retire completely!

And, when he has something new to share…you bet he’ll be blogging it right here on The Total Package.

You’ve got to be kidding me! Your online store is really closed?? And I missed the entire clearance sales over the past few months?? I’m KICKING myself right now. I’ve had your products on my “to buy” list for a long time — waiting for a time when I could really apply (vs sitting on my shelf) — but I’ve been working in my business, ignoring all my newsletters, for the last 6 months. Typically I can just jump right back in to newsletters — how frustrating that I missed out on all your great products (and firesale prices, too!). Please tell me you’ll be creating and selling more comprehensive products about copywriting in the future. There was one higher-priced product you sold that provided an entire desk reference system for writing any copy piece (can’t recall the exact title). I’d love to get something like that. In any case, all the best to you – your newsletter was great (almost “too” much to keep up with! I’ll be making use of your archives.).

It’s been a real pleasure reading the Total Package to this point and I look forward to more in the future – even if it isn’t so “regular”. I’m excited to see what sort of information will be shared in future articles because I think it will be even more special. Knowing that new posts will be a result of Carlton thinking “this is just too good… I have to put this on the blog” tells me it will be the really good stuff.

Clayton – thanks for all you’ve done these past years for us, you were one of the very very few places I visit regularly for inspiration and new ideas to help with copywriting and business development.

You were one of the few who actually added genuine value. Thanks for everything, you’ve got a fan for life.

You’re on the very short list of A-list top-calibre professionals who delivered, trained, taught and made a big difference. Thank you for really showing how it’s done; I’ve learned so much I’ll use for life.

It cannot have been 18 years since the last time I saw you and Wendy at Phillips, Clayton! You deserve all of this and so much more and I’m so happy for you both… hug on Pete and Brigie when you reach Prescott and give them my love. If your travels ever bring you to Boulder, let me know! Your copywriting skills and knowledge go with me always!

Wow, what a shame. I’ll look forward to those occasional emails (and a possible reopening of the store???)

I’ve been an on and off reader since 2006. Each product I purchased was of phenomenal quality. The free advice over the years was nearly as good. I never went off on my own for copywriting or business building…but because of the Total Package, my salary is a multiple of what it was at my first full-time job when I graduated in 2005. Thank you, sincerely.

Thank you Clayton for all that you have taught me. Your daily e-mails were a constant source of inspiration, exciting information, and thought-provoking details. I wish you and your family the best of everything.

We will miss the great content you provided all in one place! Great words of wisdom and tons of free advice. Thanks and all the best to you for your future endeavours. I am certain we haven’t heard the last of you Clayton!

I was dealing with some life issues when you decided to stop posting regularly. Reading an email sent by Drayton Bird, I noticed a testimonial from Clayton and thought, “Darn. I haven’t received a Total Package post in a while”.

Now I know why.

I’ve learned a ton through your site, been introduced to some incredible folks and now view the world through different eyes. Thank you, both.

I wish you and your family all the best as you begin this new journey in your lives.

Thank you, Clayton and the whole team. I have learned so much and I credit your organization with much of my success. I wish you the best. When I saw your website before I read your letter I thought maybe you were having health issues. I hope not.

But then I read your letter and a different worry beset my mind…

I can’t help but wonder…
* if your online store was profitable, why close it?
* if your joint ventures with other writers were profitable, why stop?
* if your affiliate sales were profitable, why stop?
* if it takes too much time, why not outsource it?
* if you were making money with these efforts then why stop… especially since you say you want to make more money for retirement?

The reason I wonder these things is because it looks to me like your online marketing stuff just wasn’t working all that well for you. This worries me because you are considered to be one of the best (certainly my favorite) and if you aren’t making it work then how can the rest of us hope to make it work?

I’m the kind of marketer who loves to peek behind the curtain. So, I’m asking you “oh great and powerful OZ” of copywriting to pull back the curtain on this new phase of your life.

I was just laying in bed and I thought about an article Troy White wrote a while back then I realized I haven’t received this in my inbox as usual
(It took a long time to realize….)

What a terrific undertaking this was…
Always well written great useable info….
What a great resource…..
Great work Clayton ,Wendy and the rest of your crew….
Please write an occasional editorial for your fans….

Wow… how did I miss this? First, let me apologize for not stopping by sooner. I’ve had a busy and distracting year. But more importantly, Clayton, congrats on all the excellent content from 2005 until now and the additional success it’s brought you (as if you needed any more).

Many times, you’ve taught me plenty and inspired me to get off my lazy rear and do things I know I should be doing. Alas, now you’re off to other adventures and I’ve still got a good ways to go. Here’s hoping we’ve all taken away enough to emulate your climb to the top. One of these days, I tell myself, I’ll figure out how to do what Clayton does… and if I’m lucky, at least half as well as Clayton does it.

Godspeed and good luck in the transition. I’ll be sure to come by when I can to glean what you’re still willing and able to share in this space.

Found my way here from a link sent by Kevin at The Gary Halbert Letter. Since I am 71 and just starting out, I acquired some extremely useful direction on what to really write about in a sales page or letter.

Turning a B copywriter into an A copywriter was just the icing on the cake. I came here after watching a GH video about selling Emu Oil.
Why to not to write the worlds greatest sales letter on knitting melds all the pieces together without an endless list of Do’s and Don’ts!

Reading your e-letter in the past, for quite a few years, was an exellent experience (although, to be honest, I mostly valued only YOUR articles).

Just want to thank you for keeping this website alive, especially for the archive of your old articles (and I still have a couple of your products, too — waiting for deeper review and working on them).

Thanks Clayton. You still have a long life to enjoy; but you have the right to streamline your activities. Welcome to the warmer South. I am sure we will work together in the future. Greetings from Chihuahua.

I’d just like to say a very big thank you for all your words of wisdom and aspirational articles, blog posts, emails and courses over the years. And, of course, to wish you and Wendy many happy years in your warmer abode.